The effects of direct experience on consumer product evaluation

I.M. de Groot; G. Antonides; D. Read; W.F. Raaij

doi:10.1016/j.socec.2008.08.008

The effects of direct experience on consumer product evaluation

I.M. de Groot, G. Antonides, D. Read, W.F. Raaij

Urban Economics

Research output: Contribution to journal › Article › Academic › peer-review

16 Citations (Scopus)

Abstract

The effects of different sales strategies on consumer product evaluation were investigated. It was expected that direct product experience could decrease economic product valuation. Experiments 1 and 2 studied the effects of product trials and money-back guarantees on consumer willingness to pay (WTP). It appeared that WTP was significantly lower after a product trial than with a money-back guarantee or normal sale. In Experiment 3 a structural equation model showed that product trials had a positive effect on attitude toward the product. Also, a negative effect on WTP was found when the effect was measured directly, but a positive effect when the effect was measured indirectly (through attitude)

Original language	English
Pages (from-to)	509-518
Journal	Journal of Socio-Economics
Volume	38
Issue number	3
DOIs	https://doi.org/10.1016/j.socec.2008.08.008
Publication status	Published - 2009

Keywords

Direct experience
Product evaluation
Product trial
Willingness to pay

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10.1016/j.socec.2008.08.008

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KW - Direct experience

KW - Product evaluation

KW - Product trial

KW - Willingness to pay

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ER -

The effects of direct experience on consumer product evaluation

Abstract

Keywords

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